Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Health and Wellness in China

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Executive Summary

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Health and wellness booming in China

Demand for health and wellness (HW) packaged food and beverages continued to see strong growth in China in 2018. With rising rates of overweight/obesity and diabetes the government issued guidelines over the review period relating to a range of dietary issues including sugar intake and increasing consumption of fruit and vegetables.

Government targets sugar consumption with new guidelines

A key trend in 2018 was the growing number of consumers looking to reduce their sugar intake. With 1 in 10 Chinese consumers having diabetes and rising rates of overweight and obesity the Chinese government has begun campaigning for consumers to reduce their sugar intake, especially for children.

Health and wellness continues to see strong development

China is one of the world’s fastest growing health and wellness markets in the world backed by the government’s growing focus on healthy nutrition and a growing middle- and upper-class. Multinational companies have invested in the country’s health and wellness industry while local companies have also seen strong developments, particularly within China’s dairy industry.

Modern grocery retailers dominate

Modern grocery retailers continued to dominate the distribution of HW packaged food and beverages in 2018, with supermarkets and hypermarkets being the primary choice of urban consumers when carrying out their weekly shopping. Convenience stores and independent small grocers also benefit from their localised proximity, with consumers sometimes using these stores to top-up on their weekly shop.

Bright future expected for health and wellness in China

HW packaged food and beverages is projected to see a further strong performance over the forecast period. With the strong focus on improving the health of the nation key areas such as HW dairy and baby food are expected to see strong gains over the forecast period, with the government looking to significantly increase the size of the country’s dairy industry in China.

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